The research also showed electronics are the most popular Christmas gift, followed by a growing preference for experiences over tangible things.

Seventeen per cent would most like technology such as a tablet or smartphone for Christmas, 13 per cent want an experience such as a ticket or voucher, 10 per cent want books or magazines and 8 per cent want clothing.

"The emerging generations value life experience as much as bank balance or possessions, and so vouchers to go sky-diving, travelling, or seeing a music gig will certainly be well received," Mr McCrindle said.

Mr McCrindle added that people want less "stuff" because they are living more mobile lifestyles, with research showing Australians are moving house every five years on average.

"It's that sort of phenomenon that drives people to say 'Do we want to receive more stuff? I'd rather an experience where we get it, enjoy it and move on'," he said.

This is also reflected in people's most hated gifts, with novelty items such as fridge magnets the most undesirable gift.

The second most hated gifts are ornamental pieces, followed by socks and undies, bathroom items such as soap, and scented items such as candles.

The research also found that Australians are not a very charitable bunch, with most people disliking charity gifts such as donations on their behalf.

While 46 per cent said there gifts were "great", 28 per cent said "It is fine but I feel disappointed that I wasn't given something", and 26 per cent said "It is a bit rude - if they want to give to a charity they should do so privately, and not withhold gifts as well."

Mr McCrindle said these gifts were a novelty a decade ago but people are starting to turn against them.

"People say, 'Why is someone giving a gift to charity then sending me a card? Why don't they just give a gift to charity privately?'" he said.

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